Recognizing the Power of Beauty Packaging Design, Formulation and Technology.
A one-of-a-kind celebration, Cosmoprof Asia Awards are held each November at Cosmoprof Asia in Hong Kong. The prestigious event honors those creators who dare to change the face of beauty, and acknowledges their fascinating contribution to fresh ideas and products in the beauty sector. These innovators include brands and manufacturers in cosmetics, hair, skin, nail care, and beauty salon products.
How to Create a Standout Beauty Brand
By Kimberly Brizzolara
Director Strategy & Editorial, Bartlett Brands
Been there, done that, put it on my face yesterday. We all know that the beauty landscape is crazy crowded. So how does a brand stand out on shelves stacked high with bouncy cloud cream-serums and insta-feeds throwing every shade? Find the nugget that’s unique about your brand—and turn it into the foundational rock.
Step 3: Empowering Influencers as Co-Creators
By Alex Rawitz
In our last post, we described how brands reward their most prolific influencers with personalized experiences, engendering loyalty that helps build a strong brand family. Having a dependable squad of influencers who produce a steady stream of content is a major milestone, and plenty of brands are content to operate at this level. But after the trips to exotic locales are over and the lavish boxes of products are sent, a question remains: how can brands engage both influencers and their audiences on an even deeper level, driving a spirit of genuine personal investment? The answer lies in our next step, as brands work together with influencers to develop new products, a process that greatly accelerates their personal and professional development.
When it comes to beauty brands, there’s good news: the demand for digital content has never been higher, or more accessible for consumers. Social Media has allowed beauty brands to create a more viable experience to learn, share and try new products. Where other industries may be challenged, it’s easier to create an engaging video tutorial for makeup application or a new hair product than ever before. Through culturallyrelevant, highly shareable content such as expert tips, incentives and giveaways, beauty brands have taken advantage of the high demand for constant digital and social content. Platforms like YouTube, Instagram, Facebook and now Snapchat have allowed consumer engagement to increase leaps and bounds leading to not only views but engagement ultimately driving sales.
Q&A with Ethelbert Williams, Chief Marketing Officer, InstaNatural
What is brand storytelling and why is it important?
In today’s environment, consumers have endless choices and distractions. It’s important we, as brand leaders marry the needs of our target consumers with the right message and in the right medium. The perfect storm is created by delivering a seamless brand experience throughout all touchpoints and without a loss of signal.